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Quark is in the bar talking to Aluura, one of his dabo girls, encouraging her to learn oo-mox. Rom bursts in to warn him he can't contact anyone on Ferenginar. He tries to brush him off, but later the two begin to believe that the Dominion invaded their home planet. They rush to Ops to warn the crew, who don't believe it. Shortly afterward, the shuttle of Grand NagusZek requests permission to dock at Deep Space 9 and they're relieved.

Quark and Rom greet the Nagus and Ishka, beloved and the mother of Quark and Rom, at the airlock. They explain they had to flee Ferenginar because Zek was deposed by the FCACommissioners for granting females the right to wear clothes with an amendment to the Ferengi Bill of Opportunities. Zek is to be replaced by Brunt, who has taken over the government as Acting Grand Nagus after financial chaos shook the entire Ferengi Alliance. Zek is convinced his move makes good business sense, and wants their help to "reconquer an empire, or die in the attempt."

Zek declares Quark's quarters as "the headquarters of the sole legitimate government of Ferenginar" as they walk in. He explains that their plan is for Ishka to convince the Commissioners that Ferengi females are, indeed, intelligent, and that a more prosperous Ferengi economy will result. He's convinced she can win them over. It's clear, though, that Ishka is driving the plan, as she has to remind him of it. She then goes further, saying she envisions a female Grand Nagus in the future. This confuses even Zek, but the moment passes.

Quark, Rom and Nog agree to help Zek by sending messages to all FCA Commissioners, requesting a conference for Ishka's "demonstration." However, it doesn't go well. Many have choice words for Zek and some even thought he died. All the Commissioners decline – save Nilva, chairman of Slug-o-Cola, who is a conservative man with a lot of influence. After a long session of calls, the group reconvenes in the bar. Zek can't believe it, thinking he would have had better response due to all the business he's had with the Commissioners. Ishka is somewhat optimistic, but just then Brunt walks in, jeopardizing the plan.

Brunt coldly orders an Eelwasser from Quark and proceeds to gloat over his newfound power. The group asks him why he's there, but Brunt continues berating them. Zek says he should never have reinstated him. Quark brings his drink, but Brunt says he's changed his mind and wants a Slug-o-Cola, referring to Nilva's expected appearance on the station. He plans to bribe him, but Quark kicks him out. After he leaves, Quark has to lie down.

Quark doesn't rest for too long before his mother comes to talk to him. Saying he's feeling sorry for himself, she tries to cheer him up, but he's not in the mood. He says she has been manipulating Zek ever since she met him, without caring for the consequences of her motives. She is offended, and retorts that Quark can always go crawling back to Brunt, but Quark wants things back the way it was. The argument gets more heated as he exclaims she's the worst thing to happen to all of them. She now berates him, but then, tries to call him something, but can't get it out. She abruptly falls to the floor.

In the infirmary, Bashir determines she had a heart attack and needed a new heart, but she will live after a few days rest. Glaring at Quark, Bashir says she needs to be kept away from him, having overhead Ishka saying "it's all Quark's fault" over and over. The group stares at him, already suspicious at his cover story for what happened. He comes clean in the bar and apologizes. Zek says they can't postpone the meeting. Brunt and his servant, Uri'lash, step in to ridicule them. After he leaves, Zek is determined to hold the meeting, as Ishka wouldn't give up. He comes to the conclusion that Quark should impersonate her.

Bashir successfully changes Quark to be more feminine, and he's now fully dressed up, though very uncomfortable and critical of his looks. Zek gives him his mother's notes, full of facts and figures. Leeta also helps him with his walk, but Rom oddly chimes in with several good pointers. Quark quickly wants Rom to take his place, but Zek reminds him he's better with the business.

Nog bursts in and announces Nilva has arrived early. Zek tells him to expect his other female advisor, Lumba, tomorrow. The group reminds Quark all the things he needs to study before tomorrow.

Nog greets Nilva at the airlock. He's an energetic Ferengi who immediately gives Nog a Slug-o-Cola and is insistent on meeting Ishka right away. He leads himself there while Nog trails behind. He runs into Brunt, who insists on a meeting afterward, and Nilva agrees. Brunt attempts to thwart the meeting, saying Ishka is in the infirmary, but Nog is able to tell them both about Lumba, much to Brunt's confusion. Nilva is unphased, and now is intent to meet her instead.

While the group is critiquing Quark, Nilva arrives with a whole bag of Slug-o-Cola. Nilva is excited to see Lumba, and suggests to have dinner with her that night, as he's due back to Ferenginar the next night. The plan is very rushed, and nervous excitement is everywhere. During dinner with Lumba, Nilva is convinced of the opportunities that Zek's feminist approach presents. The main argument of this approach being that clothing includes pockets, and females will thus want to make more money in order to have something to put in those pockets. Lumba further notes that Nilva's sales (which have suffered recently) can be improved if he markets to females. In the process of all the talk, however, Nilva falls in love with Quark. Nilva says it's time for dessert, and invites Lumba to his quarters.

Nilva is very forward, starting to undress Quark and chasing him around the table. He says he needs her and wants to marry her. Quark is increasingly unable to brush Nilva off when Brunt bursts in to announce the truth. Quark then tries to convince Nilva, rubbing his lobes and even taking off his clothes for both of them to see. Nilva is now convinced and agrees to go with Lumba to tell Zek he'll do everything he can for him "because that is what Lumba wants." Brunt can't believe it.

Bashir later restores Quark to normal, though he mans the bar fairly early on in his recovery, as he's still thinking about Nilva. He's holding a ring Nilva gave Lumba. Odo comes by as he usually does to ask about it, however, Quark's hormones get the better of him and he has to cry on Odo's shoulder. Odo lets it happen until he realizes Morn is watching. Zek's group come by to thank Quark, and Ishka forgives him as well, noting Quark made a good daughter.

Aluura also comes to Quark to tell him she has been studying oo-mox. Quark immediately tells her it was wrong of him to make her do that, and instead gives her a raise. Aluura, however, thought it sounded like fun, but Quark still insists it is wrong. As she leaves, though, he comes to his senses and goes after her.

The original idea for this episode came from René Echevarria; "We were all at lunch, talking about doing an episode about Moogie, the feminist movement, and giving Ferengi women the right to vote. It was a very preliminary discussion, and I said, 'I have this feeling that Quark ends up in a dress. I don't know why, but I think somehow Quark and Rom have to masquerade as women in order to pull something off." (Star Trek: Deep Space Nine Companion)

Echevarria's idea was seized upon by Ira Steven Behr, although he knew that the proposed episode carried risks; "The idea was to do a character comedy. We wanted to take this misogynist character and make him into a woman. But it's very difficult, for a lot of reasons, to get people on board with stuff like this, and when they do get on board they tend to go too far, or too broad, or they lose the reality, or they're not comfortable with it. And if any of those things are true, it won't work." (Star Trek: Deep Space Nine Companion)

Armin Shimerman reportedly hated the script for this episode, as he felt Quark did not learn anything from his experience as a woman. Indeed, the original script had Lumba crying a great deal, but Shimerman refused to play it that way as he felt it was a negative stereotype against women. (Star Trek: Deep Space Nine Companion)

Shimerman elaborated: "Quark has been a chauvinistic pig all of his life. He becomes a woman. Should he not learn or realize something from that experience? That would have been a great episode, to see Quark begin to realize the error of his whole culture's ways". ("The Once and Future Ferengi: Armin Shimerman Reflects on Quark", Star Trek Communicator, issue 130)

It is generally accepted amongst the writers and cast that the main problem with the episode is that while the writers wrote it as high-farce, director Alexander Siddig and actor Armin Shimerman saw it as a much more serious piece, in the tradition of "Family Business"; a comic episode with serious undertones. As Shimerman says of Siddig, "He wanted to make it less of a comedy and more of an exploration of the relationship between a bickering mother and son. He tried to push the envelope and take Quark into an area that Quark isn't used to going in. I applaud him for it, although we reshot some of the scenes, like the heart attack, because he had a much darker vision than the writers had imagined." (Star Trek: Deep Space Nine Companion)

Cecily Adams also refers to the heart attack scene when discussing the episode; "Sid wanted to explore how people who love each other really can hurt one another. Quark and Moogie have a very complicated relationship, and they each have access to that place in the other where they can cause hurt, and they both use it. The first time we shot the heart attack scene, it was very dark and the pace was slow. It was actually disturbing. We wouldn't have played it any differently had we not been wearing rubber masks. Armin and Sid really liked it, but when I watched it in dailies, I didn't like it. Even though it was an interesting exploration of the dark side, I didn't think it was exciting enough. And apparently the producers felt that way too. They wanted it more humorous." (Star Trek: Deep Space Nine Companion)

In the end, according to Shimerman, the reason the episode ultimately failed was because it was half serious/half comic, and the two halves didn't gel; "It could have been a more serious dramatic piece or it could have been funnier. But it was neither one nor the other." (Star Trek: Deep Space Nine Companion)

Chase Masterson commented "I have to tell you, I had the most fun in "Profit and Lace". Teaching Quark how to be a woman – how much more fun does it get than that? ("Leave it to Leeta", Star Trek Monthly, issue 46)

This episode continues the Zek/Ishka/Brunt arc seen in the episodes "Family Business", "Body Parts", "Ferengi Love Songs" and "The Magnificent Ferengi". In "Family Business", Ishka is introduced as a female keen on earning profit, and Brunt is the FCAliquidator sent to investigate her. Then, in "Body Parts", Brunt takes Quark's business license away from him for backing out of a contract. In "Ferengi Love Songs" it is revealed that Zek and Ishka are seeing one another, and Ishka is actually helping him run the Empire. At the same time, Brunt tries to expose Zek with Quark's help, and he returns Quark's license in an attempt to get his support. Brunt's plan fails however, and he is subsequently fired from the FCA. A year later, in "The Magnificent Ferengi", Brunt helps Quark rescue Ishka from the clutches of the Dominion, and is rewarded by Zek with his old FCA job.